Answer to Question 1
4 inches
Answer to Question 2
The mass market looks for food in a social setting. This large segment of the market encompasses everyone from teenagers grabbing a burger in the company of friends and families eating out together to special dates and anniversary dinners. Whatever the occasion, the primary concern is the same: with whom we eat. The status market is more concerned with where they eat. To see and be seen is more important than what is on the menu. The choice of restaurant to which a business client is taken for lunch indicates what status the client deserves. At the same time, the prices on the menu are, in part, a measure of the status accorded the host by his or her company. The person who selects the restaurant or suggests an item from the menu takes responsibility for that suggestion. If the experience is good, the recommendation is complimented and the recipient gets to bask in the admiration of others. The reverse is also true: more than an overcooked steak is on the line. It should be emphasized that at different times of the week, the same person can be concerned with satisfaction of different needs. An executive may grab a salad at Wendy's for lunch on Monday, dine with her husband at a romantic getaway on Tuesday, and treat a business client to lunch in an upscale club on Wednesday. In the first instance the concern is physicalto refuel; in the second it is belonging and loveto create the mood for romance; and in the third it is esteemto impress the client. The key for the operator is to understand the underlying motivation for dining experience and to organize all elements of the marketing mix to meet those needs and wants.
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